Not a One-Size-Fits-All Solution: How Different Goals (Re)Define Media Brands in the Metaverse

The metaverse is reshaping media industries by providing immersive 3D environments that challenge traditional communication models. This study investigates virtual spaces created by three major media outlets in Portugal: RFM (radio station), TVI (television channel), and Expresso (newspaper). Using virtual ethnographic methods, this study explores how these media brands represent themselves in the metaverse, identifying their differential attributes in terms of content variety, interactive features, and monetisation opportunities. While RFM primarily seeks platform expansion, TVI and Expresso utilise the metaverse as commemorative environments to mark their anniversaries, resulting in distinct experiential approaches. RFM reinforces its identity oriented towards entertainment and youth through gamification and avatar-based engagement mechanisms, including challenges, contests, and a points-based reward system. TVI diverges most from its traditional identity, emphasising innovation with a futuristic cosmic-themed space featuring non-fungible tokens (NFTs) of iconic broadcast pieces. Expresso adopts a more conservative approach, using the metaverse to support journalistic heritage through historical storytelling and new interactive formats. The findings indicate that, despite the participatory potential of the metaverse, Portuguese media outlets are choosing to maintain editorial control over content and user interactions. Ultimately, the research shows that the metaverse is not a one-size-fits-all solution, but a diverse and evolving environment where media brands promote different immersive experiences to position themselves as innovators and leaders in rapidly evolving digital ecosystems.